About

Nutella in Poland

In 1940’s in Italy, Pietro Ferrero, a pastry maker and founder of the Ferrero Company, created Nutella, by mixing cocoa with cocoa butter, toasted hazelnuts and vegetable oils into the spread. At this time, children could go to the local food store with a slice of bread and ask for a “smear” of the spread, for more less a penny. Nowadays, Nutella is number one spread in Italy, France and many other European countries. In most of them, Nutella is eaten primarily at breakfast or as a snack. (http://www.nutellausa.com/history.htm) In Poland, Nutella continues to be a primer provider in chocolate spreads, and seeks to make this product affordable to everyone. The market research shows, that the present preferences in Poland made Nutella a part of the weekly shopping. Major challenge face this spread in the future is new overseas manufactures, entering the country recently, after Poland became a part of the EU. That will raise the competition in the chocolate spread market. (http://www.cee-foodindustry.com) Polish population according to a statistics from 2005 is 38.635,144 million people. Then total students, in thousands, of higher education institution are only an 1858.7. (http://www.stat.gov.pl) Nevertheless, they can be a new, strong, full of potential market target for Nutella. Numerous studies document the direct value of this spread for our menu. Furthermore, students are the society that needs nutritious, vitamins in there diet. However, because of their style of life, especially students that lives in dorms, it has to be something easy to reach, to made, and tasty. In addition, something, what is going to give them more energy to study. Those are the requirements, which Nutella can satisfy. This chocolate hazelnut spread provides also some of the daily needs in proteins and calcium. (Personal analysis) The student society in Poland is about 1858.7 thousands, but we know that not all of them will reach for our product. Some of them, especially girls...

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At the time, there was very little chocolate because cocoa was in short supply due to World War II rationing so Mr. Ferrero used hazelnuts, which are plentiful in the Piedmont region of Italy (northwest), to extend the chocolate supply. Taxes on cocoa beans also hindered the diffusion of conventional chocolate.
Pietro Ferrero owned a patisserie in Alba, in the Langhe district of Piedmont, an area known for the production of hazelnuts. He sold his first batch of 300 kilograms (660 lb) of “Pasta Gianduja” in 1946. This was originally a solid block, but by 1951 Pietro started to sell a creamy version as “Supercrema”.
This original form of Nutella® was actually made in loaves and wrapped in tinfoil so it could be sliced and placed on bread for mothers to make sandwiches for their children. But many children, as you could imagine, would throw away the bread and only eat the Gianduja!
In 1963, Pietro’s son Michele revamped Supercrema with the intention of marketing it across Europe. Its...

...needed, one that would make people forget about the little town in Piedmont.
The Mexican intellectual Carlos Fuentes commented that writers have to be able to “name” the world with an ethical
use of words. This was also true for Nutella. The attractive “naming” that sounded like a vocal caress, successfully
determined its fame, which never faded. An “evergreen” that subverts the marketing theory on the life
span of a product, which calculates that after a peak in sales, it must inevitably wane.
Even the “lettering”, the choice of the print characters used to identify the logo, contributed to making Nutella
a legend, and today that logo is worth hundreds of millions of Euros.
In this case nomina sunt consequentia rerum, as the Roman emperor Justinian I of Byzantium wrote. In fact, since
the name Supercrema could no longer be used due to a law of 1963, the Ferrero managers were forced to think
up a new name. What should they call it? Nussina, Nutina, Nusscrem?
28 29
Nutella passion Some like it Spread
Nutella passion Some like it Spread
The winning idea came to Michele Ferrero at the end of 1963 when he was in Germany and the company’s local
managers, including Severino Chiesa, were called upon to decide on a new name in a hurry. «It will be Nutella»,
Michele Ferrero told his wife, Maria Franca, his close collaborator in the company. «It will remind everyone that
it’s made of hazelnuts»....

...The Nutella spread, in its earliest form, was created in the 1940s by Mr. Pietro Ferrero, the founder of the Ferrero Company.
At the time, there was very little chocolate because cocoa was in short supply due to World War II rationing. So Mr. Ferrero used hazelnuts, which are plentiful in the Piedmont region of Italy, to extend the chocolate supply. //
In 1963, Ferrero launched the Nutella spread on the French market.
In 1980, they expand the product in Europe but also in the rest of the world.
We found a commercial of that time. We will show it to you. Sorry for the bad quality but the commercial comes from an old video tape from 1981. //
With this commercial, you can see how Nutella has already used strong motto as the one used nowadays.
Thanks to that , Nutella is sold in 200 countries all over the world. //
It is worth noting that the composition of the Nutella depends on the country the product aimed to. For instance, the French one is more liquid whereas the German one is harder. Everything depends on the type of bread.
That’s just an explanation that shows you that Nutella can just adapt the product to reach a bigger target. Remplacer par: thanks to details like that, Nutella detains there 85% of the market share in his category.
Here are some figures to show you the presence of Nutella in everybody’s life.
Each second, 9.5 kilogram of...

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...32, 33 6.2 Price Mix------------------------------------------------------------------------------------------------34 Nutella 1
6.3 Place Mix----------------------------------------------------------------------------------------35, 37 6.4 promotion Mix--------------------------------------------------------------------------------------38 * Works cited----------------------------------------------------------------------------------------------------------39 * Appendix-------------------------------------------------------------------------------------------------------------1-4
Nutella
2
Executive Summary
Nutella’s company, Ferrero is the largest confectionary group in Italy and the fourth largest in the world (www.nutellausa.com). As written on the jar, Nutella is a “delicious blend of fresh hazelnut, skim milt, and coca.” Unlike any other spreads available in the U.S., Nutella offers a unique and high-quality tasting product that is nutritious and offers convenience and versatility.
We have identified and divided the American market into three promising segments:  Children between the ages of 4 and 13 and their parents (targeted for peanut butterNutella swirls and Nutella-peanut butter swirls)  College students (targeted for Nutella bars)  Southerners along with wealthy/successful individuals and elders (targeted for Original Nutella chocolate...

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* When customers want to buy something tasty for him\her or the entire family for the breakfast or a break in the day.
* When customers want to cooking a dessert (cake, crepes, pancakes, ...) with special taste of Nutella.
* When customers walk through the shelves and buy the Nutella and make impulsive buy because you want to try or feel again the taste.
* When the customers want to raise his or her mood.
* Customers buy Nutella because it`s his or her personal habit to choose Nutella like a kind of sweet.
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| Nutella | Cadbury | Philadelphia Milka | Speculoos |
Product | | | | |
Since...

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